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Assumption University-eJournal of Interdisciplinary Research (AU-eJIR)
Vol 2. Issue 1
THE EFFECT OF ADVERTISING ON BTS SKYTRAIN TOWARDS PURCHASING
INTENTION
Nunthita Prongsirikul
Assumption University
Bangkok, Thailand
Email: [email protected]
Abstract: BTS Skytrain was known as a rapid transit system in Bangkok, the capital city of
Thailand. There is an advertising establish in the Skytrain and in the station’s area. With an
expansion and development of the BTS Skytrain for the highest used, most of the areas belong
to BTS were used for advertisement purpose as there is people using BTS Skytrain more than
500,000 people per day. It can guarantee that the advertising shown in BTS Skytrain area
will attract large amount of people. This study investigated that among three types of transit
advertising provide in BTS Skytran area; in the station, on the surface of trains, and inside of
the trains, which one is the most attractive and affect purchasing intention. In addition, the
purpose of the study is to investigate that the transit advertising mentioned above can create
customer awareness and increase an interest of the product or service advertised in the BTS
Skytrain area.
In this study, a questionnaire was used as a tool to collect the primary data. A total of 150
questionnaires were distributed and completed by the target populations who are Thai people
that have been used BTS Skytrain even occasionally or daily. The data was analyzed by using
descriptive statistics and the hypotheses tested use Multiple Regression and Anova.
This research highlighted that transit advertising in the BTS Skytrain is a useful channel to
distribute the information for product and service access by large group of customer.
Moreover, advertising in BTS Skytrain area was found as an effective supporting tool either
for service provider or product manufacturer to promote and create brand awareness to the
customer using a benefit of the growth and expansion in BTS users.
Keywords: Purchasing Intention, Skytrain, Transit Advertising
1. INTRODUCTION
The BTS Skytrain is Thailand’s first elevated electric railway system that operated by BTSC
and opened for service on 5 December 1999. There were a total of 52 trains, comprises 34
stations across 2 separate lines. The Sukhumvit Line currently consists of 22 stations,
connecting Mo Chit and Bearing. The Silom Line currently consists of 13 stations,
connecting National Stadium and Bang Wa. Both lines intersect at Siam station which is the
system’s single shared interchange station (BTSC Annual Report, 2015). Public
transportations become a part of marketing tools because of their accessibility. People can
reach an out-of-home advertising on their daily life easily.
2. LITERATURE REVIEW
Following sections contains review of important work done in the area of advertising
.
2.1 Advertising: Advertising is defined as “the techniques and practices used to bring
products, services, opinions, or causes to public notice for the purpose of persuading the
public to respond in a certain way toward what is advertised” (The Britanica Encyclopedia.
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2002:CDRom). Wongmontha (1999) also stated that manufacturers of products and services
have use advertising as a tool to differentiate them, communicate with market, create an
impact on sales volume, and sell products, services, ideas, and even the company’s image.
Advertising is all about communication (Wilmshurst, 1985). It is a way of communication
that provides useful, relevant, and pertinent information which can be in any form
communication about organization, product, service, or idea (Weibacher, 1997; Alexander,
1996) Moreover, advertising also known and widely discussed as an important promotional
tool because of its persuasive ness and particularly used by the companies whose products
and services are targeted the mass markets. As an advertiser, delivered enough advertising to
the right customers can measure the sales (White, 1988). Advertising is all about
communication (Wilmshurst, 1985).
2.2 Transit Advertising: The Outdoor Advertising Association of America (2006) explained
that marketers and advertisers has classified the media that use to advertise the products and
services into two kinds; mass media such as television, radio, newspaper, and magazine, and
supporting media such as outdoor posters, transit advertising, and leaflets. Transit advertising
is the advertising displays attached to moving vehicles or positioned in the common areas of
transit station, terminals, and airports. Transit advertising can achieve both high level of
repetition and in-depth reading while offering high-quality and wide choice of types and
sizes. The advertiser can effectively use as transit advertising is considered as a flexible
advertising (Krugman, et al., 1994). However, some of the audience may have certain
lifestyle traits and/or behavioral characteristics that are not in common with the target market
as a whole. Therefore, sitting or standing in crowded subway or train may not be conducive
to reading advertisements (G.E. Belch and M.A. Belch, 2003).
2.3 Purchase Intention: Purchase intention is buying willingness that was used as an
effective tool to predict the purchasing process (Dodds et al., 1991; Ghosh, 1990). Shah et el.
(2012) states that purchase intention is a kind of decision-making that studies the reason to
buy by a consumer. Purchasing decision is very complex process. The higher the purchase
intention is, the higher consumer’s willingness to buy a product (Dodds, et al., 1991).
Consumer purchase intention also comes from consumers’ perception on benefits and value
acquisition which is an important key to predict consumer purchasing behavior (Chi et al.,
2009) Customers are affected by internal and external motivations during the buying process.
They always percept that low cost, simple packaging, and little-known product, have high
risk as they percept that the quality is not trustable (Gogoi, 2013). However, before people
make a decision, the researchers have proposed six stages of consumer behavior; awareness,
knowledge, interest, preference, persuasion, and purchase (Kotler & Armstrong, 2010; Kawa
et al., 2013). An effective tool to predict the purchasing process is purchase intention (Ghosh,
1990). However, it can be changed under the influence of price or perceived quality and
value (Gogoi, 2013). Consumer purchase intention arises from consumers’ perception on
benefits and value acquisition (Chi et al., 2009). Perceived value and perceived quality
influence purchase intention, the more perceived value and perceived quality, the higher
purchase intention is (Monroe and Krishnan, 1985; Zeithaml, 1988).
3. METHODOLOGY
In this research, a conceptual framework has been developed by follow the literature and
theory from other authors. The researcher has drawn conceptual framework by using three
categories of advertising that launch in the station, on the surface of trains, and in the trains,
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to find the relationship toward purchase intention. Then, the conceptual framework model can
be explained as Figure-1 given below.
Figure-1 Methodology in Brief
There are four hypotheses to study the effect of the types of an advertising that can use to find
the relationship towards purchase intention following the conceptual framework shown on
figure above.
- H1o: There is no relationship between advertising in the stations and purchase intention.
- H1a: There is a relationship between advertising in the stations and purchase intention.
- H2o: There is no relationship between advertising on the surface of trains and purchase
intention.
- H2a: There is a relationship between advertising on the surface of trains and purchase
intention.
- H3o: There is no relationship between advertising in the trains and purchase intention.
- H3a: There is a relationship between advertising in the trains and purchase intention.
- H4o: There is no difference between the age group and purchase intention.
- H4a: There is a difference between the age group and purchase intention.
This research is descriptive to find the effects of type of advertising on BTS Skytrain toward
purchase intention. The technique used in this research is surveys by using questionnaire.
According to the limitation of this study, the researcher would focus only one kind of
transportation in Bangkok, Thailand (BTS Skytrain) and specific on Thai’s customer.
For research questions, the researcher has collected qualitative data by asking the
respondents' personal data, followed by the quantitative part about their attitude toward types
of advertising on BTS Skytrain, in the stations, on the surface of trains and in the trains, the
impact toward their purchase intention.
There were 150 respondents in the sample. They all are Thai customer who have ever
experienced of using BTS Skytrain. Regarding of the sampling procedure, non-probability
technique will be used to identify the sampling. The researcher uses two sampling
methodologies, Purposive Sampling, select the respondents based on the judgment of
researcher and Convenience Sampling, select people who are most conveniently available.
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4. RESULTS AND DISCUSSION
In this study, the researcher applied the hypotheses to find out the relationship between
independent and dependent variables. The researcher applied Multiple-regression and Anova
to test all the hypotheses. After testing three hypotheses, the researcher found that one null
hypothesis was accepted and two null hypotheses were rejected.
Hypothesis One: There is a relationship between advertising in the stations and purchase
intention.
Hypothesis Two: There is a relationship between advertising on the surface of trains and
purchase intention.
Hypothesis Three: There is no relationship between advertising in the trains and purchase
intention.
Hypothesis Four: There is no difference between the age group and purchase intention.
5. CONCLUSION
After conducting the questionnaire, the result of the study shows that all independents
variables; advertising in the station, advertising on the surface of the train, and advertising in
the train, have significant affect to purchase intention. The recommendation provided is based
on the question ask in the questionnaire.
First, 80% of the respondents perceived that the advertising in the train is the most attractive
among three types as there is a TV screen provided in the train. People normally spend their
time in the train rather than the station. Then, they will have time to focused more on the
advertising provided. Thus, the product manufacture or service provider shall invest in the
advertising in the train to attract more people.
Second, most of respondents (34.7% or 52 respondents) perceived that the content of the
advertising is the most attractive, followed by style of the advertising and position of the
advertising accordingly. Thus, the advertising creator and brand shall pay attention on the
content to make sure that the message is communicated in the right way to the right people by
using the word or phrase that easy to recognize and the picture that attractive. In addition, the
creator and brand shall use the right style that best match with their product or service and
content used. The position is to be concerned too. The right position of the content will attract
more people. Putting the advertising in the place that most people can see for effective
communication can ensure the potential perception of people.
Lastly, focusing on the respond to each kind of advertising in the BTS Skytrain, the
perception on advertising in the train is quite high compare to the other in terms of attractive,
understandable, effective, accessible/reachable and relevant to the respondents. Furthermore,
people can remember the advertising available in the train in the higher level when compare
to other kinds of advertising. The recommend can be proposed in two ways; focusing on the
effective type of advertising or develop the less effective type of advertising. BTS can charge
more fees from the creator or brand for the advertising provided in the train as a proof that
people are interest in this kind of advertising rather than another two. In addition, a developed
strategy must be used to create more effective to advertising in the station and on the surface
of the train. The more accessibility means the more communication. Brand can change the
content of the advertisement to what people can understand it clearly as the people will not
spend much time viewing the advertisement on the station and surface of the train. Moreover,
the position of advertisement is important too. The bigger size of the station means the more
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competition of advertising among each brand to attract people. People will see and remember
the advertisement only when it is in the right position.
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